--- title: "Insurance Google Ads CPC: $31.22 Average vs $10.82 Overall" url: https://www.suffdigital.com/resources/data-studies/insurance-google-ads-cpc description: "Insurance Google Ads CPC averages $31.22, 2.9 times the 23-industry average, and \"auto insurance quotes florida\" costs $243.16 a click. See the data." lang: en --- Share Share on X: https://twitter.com/intent/tweet?url=https%3A%2F%2Fwww.suffdigital.com%2Fresources%2Fdata-studies%2Finsurance-google-ads-cpc&text=Insurance%20Google%20Ads%20Clicks%20Cost%20%2431.22%20on%20Average%20vs%20%2410.82%20Across%20Industries Share on Facebook: https://www.facebook.com/sharer/sharer.php?u=https%3A%2F%2Fwww.suffdigital.com%2Fresources%2Fdata-studies%2Finsurance-google-ads-cpc Share on LinkedIn: https://www.linkedin.com/sharing/share-offsite/?url=https%3A%2F%2Fwww.suffdigital.com%2Fresources%2Fdata-studies%2Finsurance-google-ads-cpc Share on Reddit: https://www.reddit.com/submit?url=https%3A%2F%2Fwww.suffdigital.com%2Fresources%2Fdata-studies%2Finsurance-google-ads-cpc&title=Insurance%20Google%20Ads%20Clicks%20Cost%20%2431.22%20on%20Average%20vs%20%2410.82%20Across%20Industries A click on an insurance Google Ads keyword costs **$31.22** on average, 2.9 times the $10.82 average across 23 industries and second only to personal injury law. Quote searches drive the price, led by "auto insurance quotes florida" at $243.16. Analysis of 993 insurance keywords · Google Ads Keyword Planner, September 2026 ## Key Findings 1. 1. A click on an insurance Google Ads keyword costs **$31.22** on average, 2.9 times the $10.82 average across 23 industries, placing insurance 2nd of the 23. Copy stat 2. 2. The most expensive insurance Google Ads keyword, "auto insurance quotes florida", costs **$243.16** per click, followed by "home and auto insurance quote" at $202.77. Copy stat 3. 3. **78%** of insurance Google Ads keywords cost $10 or more per click, and the most expensive 10% cost $83.46 or more. Copy stat 4. 4. Insurance advertisers in Massachusetts pay **23%** more per Google Ads click than the national price for the same keywords, while California pays 23% less. Copy stat 5. 5. A click on an insurance keyword costs **$14.45** on Microsoft Ads against $32.57 on Google Ads for the same keywords, 56% less. Copy stat ## Summary An insurance agent sets up a Google Ads campaign for car insurance quotes. The price on screen for "car insurance quotes" is $156.95 a click, and "auto insurance quotes" is $180.17. One click, from one person who may or may not buy a policy, costs as much as a nice dinner out. Cost per click, or CPC, is what an advertiser pays each time someone clicks its ad, whether or not that person buys. It decides how many potential customers a monthly budget reaches. In insurance, where national carriers, comparison sites and local agents all bid for the same shoppers, the price of a quote search can decide whether paid search works at all for a smaller agency. A click on an insurance keyword costs **$31.22** on average, 2.9 times the $10.82 average across 18,477 keywords in 23 industries. Only personal injury law costs more. The typical insurance keyword is cheaper, at $17.08, but the quote searches that bring in new policyholders cost many times that. ## What we measured In September 2026 we collected Google Ads Keyword Planner prices for insurance keywords, each searched at least 2,900 times a month in the US, and analyzed the 993 insurance keywords with a price above zero. For those we calculated the average, median and spread of cost per click and compared them with 18,477 keywords across 23 industries. We also collected state-level prices for the 25 largest states and Microsoft Ads prices for the 863 keywords priced on both platforms. Cost per click is Google's estimate of the average price an advertiser pays for one click on an ad shown for that search. The median is the middle keyword: half cost less, half cost more. The volume-weighted average counts each keyword by how often it is searched. Each state is compared with the national price of the same keywords, so its percentage shows how much more or less a local agency pays for identical searches. ## Insurance is the second most expensive industry on Google Ads $31.22 is the average cost of a click on an insurance Google Ads keyword. Insurance ranks 2nd of 23 industries by average cost per click, behind personal injury law. Half of insurance keywords cost $17.08 or less, and the middle half cost between $10.69 and $36.33. 78% cost $10 or more, and the most common price band is $10 to $20, holding 345 keywords. Share by CPC range Under $1 0.6% $1 to $2 0.8% $2 to $5 4.5% $5 to $10 16% $10 to $20 35% $20 to $50 25% $50 to $100 11% $100 or more 6.6% Source: Suff Digital analysis of 993 insurance keywords · Google Ads Keyword Planner, September 2026 | CPC range | Keywords | Share | | --- | --- | --- | | Under $1 | 6 | 0.6% | | $1 to $2 | 8 | 0.8% | | $2 to $5 | 45 | 4.5% | | $5 to $10 | 162 | 16% | | $10 to $20 | 345 | 35% | | $20 to $50 | 247 | 25% | | $50 to $100 | 114 | 11% | | $100 or more | 66 | 6.6% | Weighted by how often each keyword is searched, the average rises to $36.45, because the most searched quote terms are also among the priciest. "car insurance quotes", searched 673,000 times a month, costs $156.95 a click. Brand searches are the cheap exception: "geico", the biggest insurance keyword at 2,240,000 searches a month, costs $15.66. ## Quote searches cost the most The most expensive 10% of insurance keywords cost $83.46 or more, and quote searches fill the top of the list. "auto insurance quotes florida" costs $243.16 a click, "home and auto insurance quote" $202.77 and "car insurance florida" $197.18. CPC by keyword auto insurance quotes florida $243.16 home and auto insurance quote $202.77 car insurance florida $197.18 car insurance quotes texas $183.64 get car insurance quote $182.12 homeowners insurance quote $182.01 auto insurance quotes $180.17 car insurance quotes online $170.31 auto and home insurance $165.22 home insurance quotes $164.72 auto and home insurance bundle $157.51 car insurance quotes $156.95 | Keyword | CPC | Monthly searches | | --- | --- | --- | | auto insurance quotes florida | $243.16 | 8,100 | | home and auto insurance quote | $202.77 | 9,900 | | car insurance florida | $197.18 | 18,100 | | car insurance quotes texas | $183.64 | 6,600 | | get car insurance quote | $182.12 | 9,900 | | homeowners insurance quote | $182.01 | 110,000 | | auto insurance quotes | $180.17 | 301,000 | | car insurance quotes online | $170.31 | 14,800 | | auto and home insurance | $165.22 | 8,100 | | home insurance quotes | $164.72 | 90,500 | | auto and home insurance bundle | $157.51 | 6,600 | | car insurance quotes | $156.95 | 673,000 | A quote search comes from someone ready to switch or buy, and a new policyholder can stay for years, so carriers bid heavily for them. State names push prices higher still: Florida and Texas searches appear three times in the top four. Bundled home and auto searches are also near the top, because a bundle wins two policies at once. ## Massachusetts pays the most for insurance clicks Location changes the price of the same search. Among the 25 largest states, Massachusetts is the most expensive for insurance clicks at $39.74 on average, 23% above the national price of the same keywords, followed by Colorado at $38.15 (19% above) and Florida at $36.03 (14% above). California is the cheapest at $24.06, 23% below. State mean CPC by state Massachusetts $39.74 Colorado $38.15 Florida $36.03 Alabama $30.35 New York $26.75 California $24.06 | State | Keywords | State mean CPC | vs national | | --- | --- | --- | --- | | Massachusetts | 861 | $39.74 | +23% | | Colorado | 866 | $38.15 | +19% | | Florida | 950 | $36.03 | +14% | | Alabama | 852 | $30.35 | -7% | | New York | 936 | $26.75 | -15% | | California | 949 | $24.06 | -23% | Microsoft Ads, which shows ads on Bing, is much cheaper for the same searches. For the 863 insurance keywords priced on both platforms, a Microsoft Ads click costs $14.45 on average against $32.57 on Google Ads, 56% less. Insurance demand is steady through the year, with 1.2 times as many searches in the peak month, March 2026, as in the lowest, July 2026. ## What this means for insurance agencies and carriers Local agents should avoid broad national quote terms, where they bid against carriers with far larger budgets, and focus on city and state phrases where they are licensed. Those still cost money, but they match the searcher to someone who can actually write the policy, and the local agent's office, reviews and phone number become an advantage. Set bids by state, not one national bid. A Massachusetts or Florida click costs well above the national price, while California and New York cost less, so the same budget buys very different numbers of quotes in each. Then copy your best campaigns to Microsoft Ads, where the same insurance searches cost less than half as much. A google ads agency (https://www.suffdigital.com/services/ppc/google-ads) such as Suff Digital builds insurance campaigns around state-level prices and cost per quote, not cost per click. ## Embed this research Paste this on your site to embed the charts. It links back to the source automatically.

Source: Insurance Google Ads Clicks Cost $31.22 on Average vs $10.82 Across Industries - Suff Digital

## Cite this study APA Suff Digital. (2026). Insurance Google Ads Clicks Cost $31.22 on Average vs $10.82 Across Industries. https://www.suffdigital.com/resources/data-studies/insurance-google-ads-cpc Plain link Insurance Google Ads Clicks Cost $31.22 on Average vs $10.82 Across Industries - Suff Digital - https://www.suffdigital.com/resources/data-studies/insurance-google-ads-cpc ## Frequently asked questions ### How much does a Google Ads click cost for insurance? ### What is the most expensive insurance keyword on Google Ads? ### Which state has the most expensive insurance Google Ads clicks? ### Is Microsoft Ads cheaper than Google Ads for insurance? ## Related studies - PPC Personal Injury Lawyers Pay $195.73 per Google Ads Click vs $1.68 for Auto Dealers: https://www.suffdigital.com/resources/data-studies/google-ads-cost-per-click-industry - PPC Microsoft Ads Clicks Are Estimated to Cost 70% Less Than Google Ads on the Same Keywords: https://www.suffdigital.com/resources/data-studies/microsoft-ads-vs-google-ads-cpc - PPC Google Ads Clicks Cost 24% More in Colorado Than the National Average: https://www.suffdigital.com/resources/data-studies/google-ads-cpc-by-state - PPC VA Home Loan Searches Cost $83.63 per Google Ads Click vs $10.58 for the Average Mortgage Keyword: https://www.suffdigital.com/resources/data-studies/mortgage-google-ads-cpc ## Structured data ```json [ { "@context": "https://schema.org", "@graph": [ { "@type": "Organization", "@id": "https://www.suffdigital.com/#organization", "name": "Suff Digital", "alternateName": "Suff Digital Marketing", "url": "https://www.suffdigital.com/", "logo": { "@type": "ImageObject", "@id": "https://www.suffdigital.com/#logo", "url": "https://www.suffdigital.com/logo.png", "contentUrl": "https://www.suffdigital.com/logo.png", "caption": "Suff Digital" }, "image": { "@id": "https://www.suffdigital.com/#logo" }, "description": "Suff Digital is a full-stack digital marketing agency that turns websites into predictable revenue engines, SEO, paid media, content, CRO, and web design built around revenue, not vanity metrics.", "slogan": "Digital marketing built for what's next.", "email": "hello@suffdigital.com", "telephone": "+1-629-236-0099", "foundingDate": "2022", "founder": { "@type": "Person", "name": "Matt Suffoletto", "jobTitle": "Founder & CEO" }, "contactPoint": [ { "@type": "ContactPoint", "telephone": "+1-629-236-0099", "email": "hello@suffdigital.com", "contactType": "sales", "areaServed": "US", "availableLanguage": [ "en" ] } ], "address": { "@type": "PostalAddress", "addressLocality": "Nashville", "addressRegion": "TN", "postalCode": "37219", "addressCountry": "US" }, "areaServed": { "@type": "Country", "name": "United States" }, "sameAs": [ "https://www.linkedin.com/company/suff-digital/", "https://www.instagram.com/suffdigital/", "https://www.youtube.com/@suffdigitalmarketing", "https://www.tiktok.com/@suffdigital" ], "knowsAbout": [ "Search Engine Optimization", "Pay-Per-Click Advertising", "Paid Social Advertising", "Conversion Rate Optimization", "Web Design", "Digital PR", "Link Building", "Website Migration", "Website Maintenance and Support", "Technical SEO", "Local SEO", "AI Search Optimization" ], "hasOfferCatalog": { "@type": "OfferCatalog", "name": "Suff Digital Services", "itemListElement": [ { "@type": "Offer", "itemOffered": { "@type": "Service", "name": "Search Engine Optimization (SEO)", "url": "https://www.suffdigital.com/" } }, { "@type": "Offer", "itemOffered": { "@type": "Service", "name": "Pay-Per-Click (PPC) Advertising", "url": "https://www.suffdigital.com/services/ppc" } }, { "@type": "Offer", "itemOffered": { "@type": "Service", "name": "Paid Social Advertising", "url": "https://www.suffdigital.com/services/paid-social" } }, { "@type": "Offer", "itemOffered": { "@type": "Service", "name": "Conversion Rate Optimization (CRO)", "url": "https://www.suffdigital.com/services/cro" } }, { "@type": "Offer", "itemOffered": { "@type": "Service", "name": "Web Design", "url": "https://www.suffdigital.com/services/web-design" } }, { "@type": "Offer", "itemOffered": { "@type": "Service", "name": "Digital PR & Link Building", "url": "https://www.suffdigital.com/services/digital-pr" } }, { "@type": "Offer", "itemOffered": { "@type": "Service", "name": "Website Migration", "url": "https://www.suffdigital.com/services/website-migration" } }, { "@type": "Offer", "itemOffered": { "@type": "Service", "name": "Website Maintenance & Support", "url": "https://www.suffdigital.com/services/website-maintenance" } } ] } }, { "@type": "WebSite", "@id": "https://www.suffdigital.com/#website", "url": "https://www.suffdigital.com/", "name": "Suff Digital", "inLanguage": "en-US", "publisher": { "@id": "https://www.suffdigital.com/#organization" } } ] }, { "@context": "https://schema.org", "@graph": [ { "@type": "Article", "@id": "https://www.suffdigital.com/resources/data-studies/insurance-google-ads-cpc#article", "headline": "Insurance Google Ads Clicks Cost $31.22 on Average vs $10.82 Across Industries", "description": "A click on an insurance Google Ads keyword costs $31.22 on average, 2.9 times the $10.82 average across 23 industries and second only to personal injury law. 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Quote searches drive the price, led by \"auto insurance quotes florida\" at $243.16.", "url": "https://www.suffdigital.com/resources/data-studies/insurance-google-ads-cpc", "creator": { "@id": "https://www.suffdigital.com/#organization" }, "datePublished": "2026-09-24", "dateModified": "2026-09-24", "license": "https://creativecommons.org/licenses/by/4.0/", "isAccessibleForFree": true, "measurementTechnique": "Google Ads Keyword Planner (US national and state prices); Microsoft Ads keyword prices" }, { "@type": "FAQPage", "@id": "https://www.suffdigital.com/resources/data-studies/insurance-google-ads-cpc#faq", "mainEntity": [ { "@type": "Question", "name": "How much does a Google Ads click cost for insurance?", "acceptedAnswer": { "@type": "Answer", "text": "A click on an insurance Google Ads keyword costs $31.22 on average and $17.08 at the median (September 2026), 2.9 times the $10.82 average across 23 industries." } }, { "@type": "Question", "name": "What is the most expensive insurance keyword on Google Ads?", "acceptedAnswer": { "@type": "Answer", "text": "\"auto insurance quotes florida\" at $243.16 per click, followed by \"home and auto insurance quote\" at $202.77 and \"car insurance florida\" at $197.18." } }, { "@type": "Question", "name": "Which state has the most expensive insurance Google Ads clicks?", "acceptedAnswer": { "@type": "Answer", "text": "Massachusetts, where an insurance Google Ads click costs $39.74 on average, 23% above the national price of the same keywords. California is the cheapest large state at $24.06, 23% below." } }, { "@type": "Question", "name": "Is Microsoft Ads cheaper than Google Ads for insurance?", "acceptedAnswer": { "@type": "Answer", "text": "Yes. On the same 863 insurance keywords, a Microsoft Ads click costs $14.45 on average against $32.57 on Google Ads, 56% less." } } ] } ] } ] ```